Branding is a fundamental part of establishing identify of any organization. A logo is part of establishing this identity, but a logo by itself is not the complete branding. A brand has a set of values and commitment to deliver on a promise. Think of a brand as a relationship: it needs to support a message – a way of life – and behave in a solid, consistent way to establish itself as a trusted source. Branding provides focus on common goals and builds enterprise attitude.
Brand knowledge has been defined as “a function of awareness, which relates to consumers’ ability to recognize or recall the brand, and image, which consists of consumers’ perceptions and of associations for the brand.” (Keller 1998)
Branding as Part of Usability
In order to create a cohesive California government identity, the State has designed a uniform, yet flexible branding system. The uniform branding system increases public trust and confidence and provides consistent e-Gov experience, while allowing the State agencies to brand their specific websites. The purpose of the brand header is to make it clear that the web page being viewed is an official state of California web page with the unique identity of the agency/department embedded at the header level.